Tánaiste launches Alcohol Advertising Monitoring Body
15 December 2005
A new Alcohol Marketing Monitoring Body, which has been established to ensure industry compliance with new voluntary codes of practice in relation to the exposure of young people to alcohol, was launched by The Tánaiste, and Minister for Health and Children , Mary Harney TD, today (Thursday, 15th December 2005).
The Monitoring Body, which will be independently chaired by Peter Cassells - Chair of the National Centre for Partnership and Performance, will oversee the implementation of and adherence to the Voluntary Codes of Practice agreed between the Department of Health and Children and representatives of the advertising, drinks and media communications industries.
Following engagement between the Drinks Industry Group of Ireland (DIGI), the Association of Advertisers in Ireland (AAI) and representatives from the media, strict voluntary codes of practice were drawn up to address Departmental concerns in relation to alcohol advertising and young people.
The Tánaiste said that these codes were a practical and workable solution for reducing the exposure of young people to alcohol advertising.
“I am confident that this voluntary code can be effective and with the establishment of the new Monitoring Body, Ireland has a credible, effective voluntary control system in place in relation to alcohol advertising,” said An Tánaiste.
“However, I will be receiving the Annual Report of the Monitoring Body next year and if it finds that this process is lacking and if there are consistent breaches of the code, I will have no hesitation in progressing the Bill on Alcohol Products, which will restrict alcohol advertising and marketing practices.” she said.
The Alcohol Advertising Monitoring Body will be made up of representatives from four key groups; the Health Promotion Unit of the Department of Health and Children; the Broadcasting Commission of Ireland; the Drinks Industry Group of Ireland and the Advertising Standards Authority.
The new Monitoring Body will have access to and will review data from the Advertising Standards Authority of Ireland, Central Copy Clearance Ireland, AC Nielson, Joint National Listenership Research (JNLR), Irish Film Censor Reports (cinema). In addition, the Body can commission independent research across all media to assess adherence to the Code. This research will be funded by the Department of Health and Children.
Mr. Peter Cassells said that breaches would be dealt with by the Monitoring Body, which would approach the relevant organisations and obtain renewed agreement on the application of the Code.
“Where agreement cannot be reached, the Body will report the issue to the Minister for Health and Children and will include details of such breaches and attempts to resolve the issues,” said Mr. Cassells.
Voluntary code to limit the exposure of young people to alcoholic drink advertising
